Conference downloads

Keynote speeches and sample downloads

Innovation and disruption in data and directory publishing: Shaping business models in data discovery

Digital trends in marketing and publishing | Keynote lecture

These are the references from our strategy discussion with data publishers at the annual congress in the Data Publishing Association. To talk more about these ideas, developing products like this, changing your business, or coaching your management teams contact Digital's Chief Executive Danny Meadows-Klue - Danny@DigitalStrategyConsulting.com

Download case studies and watch the videos

Get more research from Digital, straight to your inbox

Fortnightly research bulletins - for free. Simply tell us the topics you're interested in...
http://www.digitalstrategyconsulting.com/digitalbriefings/

Here's an example of one of our special reports about online advertising...
http://www.digitalstrategyconsulting.com/intelligence/digital_intelligence_UK_Europe_advertising.htm

Boosting the skills of your teams

Training online advertising sales and publishing teams
http://www.digitaltrainingacademy.com/incompanytrainingcourses/

Strategy coaching for publishers
http://www.digitaltrainingacademy.com/prospectus/2007/10/digital_publishing_strategy_ac.php

Key takeouts from the lecture

  • Data becomes meta data
  • Raw data becomes social data
  • Web data becomes mobile data
  • Publisher-led data creation becomes consumer led data creators
  • Barriers to information are crumbling
  • Product development must accelerate
  • What is B2C now is B2B within 18 months
  • Data owners have 9-18 months left to get their digital strategies on track

Digitally native business models

Those are the keys to success

Web%202.0%201.jpg


Text searching vs finding


Digital trends in marketing and publishing

bingo.jpgBing: A video programme guide?

Using images within web pages as the navigational tool; letting more information be discovered more freely

Bringing the objects within websites into search without needing to click; removing barriers to discoverability; changing the rules for search engine optimisation

http://www.bing.com/videos/search?q=digital+training+academy&form=QBVR&qs=n#


Bing%20search.png
Bing: UK Launch

Combining people with algorithms to build smarter taxonomies in data, creating more relevant results, displaying related search queries

Removing barriers to knowledge discovery, using collective intelligence of previous customers to show the route for new customers

http://www.bing.com/search?q=accountants+in+london&go=&form=QBLH&filt=all&qs=n


Niche vertical search; clear consumer benefit


Digital trends in marketing and publishing

fox1.jpgFoxtons: Making search easier
More than 7 years of seamless location-based search, giving customers what they need and sellers improved marketing

Using the web to reach customers directly; creating web-centric business services; reducing marketing costs; owning customer relationships

http://www.foxtons.co.uk/search?submit_type=search&search_form=map&tag=qs&search_type=SS&keyword_value=Kensington&price_from=&price_to=&bedrooms=2&bedrooms_max=2&prop_type=

Google%20earth%201.png
Google maps: APIs made easy

Enabling any brand to map any data as effortlessly as creating a webpage

Making geographical data easy to find, use and deliver.

http://maps.google.co.uk


Search aggregators


Digital trends in marketing and publishing

123.jpg123people: Searching the search engines

Combining searches and social media into a single dashboard

Making everything discoverable by everyone; combining social media into a single dashboard

http://www.123people.co.uk/s/danny+meadows-klue


Mobile: The best of the web, at the moment of greatest need


Digital trends in marketing and publishing

iPhone%20travel%20apps%201.jpgiPhone travel tools
Taking the best of guides and information and delivering them just at the moment they’re needed

Taking just the data a consumer needs, delivering with a smarter value proposition, through myriad apps; shifting consumer expectations

http://www.apple.com/iphone/apps-for-iphone


LastMinute.com%20nru%202%201.png
Lastminute.com: ‘nru’ app

Realtime navigation to the things people want; building discoverability for advertisers, brand loyalty for consumers and smarter ways to find things

Delivery of information at the moment of greatest need; unlocking a shift in information seeking expectations; disintermediation of print and audio directories; hyper-efficient model; scaleable; extensible across mobile platforms.




layar1.png
Layar: Augmented reality applications

Combining camera footage with location data to unlock rich information

Delivery of information at the moment of greatest need; unlocking a shift in information seeking expectations; disintermediation of print and audio directories; hyper-efficient model; scaleable; extensible across mobile platforms


Price: Shaking up consumer pricing


Digital trends in marketing and publishing

MyVoucherCodes%201%201.pngMyVoucherCodes.com: Coupons made easy

Boosting discovery and access to coupons; using personal social networks to accelerate distribution

Increase in effectiveness of vouchering and circulation of messages; rise of super-distributors of promotional messaging; changes in where people look for information and why.



RedLaser%20app1.png
Red laser’s barcode scanner

Letting shoppers look up prices and details in store, using mobile web

Massive stepchange in price transparency and the access to information; giving industry data to consumers; changing the role of promotions and pricing


Bing%20-shopping%20discounts1.png
Bing: Cash for questions

Giving big price discounts on 3rd party sales; passing the marketing cost/benefit back to customers; building loyalty and changing behaviour

Removing intermediaries in the value chain; connecting buyers and sellers; moving promotional spend into pricing discounts; creating more efficient trading models


Social search: Letting people add value to data


Digital trends in marketing and publishing

TripAdvisor1.pngTripAdvisor.com: Social content search

Motivating people to share their views; creating value for consumers from context and opinion

Shifting the value from raw data to social data; delivering transparency

http://www.tripadvisor.com/Hotels-g189934-Helsinki_Southern_Finland-Hotels.html


Protecting retailers and CPA partners


Digital trends in marketing and publishing

Fraudscreen1.pngFraudscreen

Removing first party fraud in a tough economic climate; separating the ‘can’t pay right now’ from the ‘won’t pay’; improving ROI on sales leads

Improving ROI in marketing by removing risk; linking risk to individuals and protecting marketers

http://www.fraudscreen.co.uk


Adding personal meaning and context to data


Digital trends in marketing and publishing

Footprints%20app%20for%20Android1.pngFootprints on Android

Letting people bookmark spaces and places with their own comments, information and data

Codifying the personal mental maps we carry; combining personal ideas with locations; creating personal travel guides


Mobile: Searching and activating social networks


Digital trends in marketing and publishing

Nokia%20lifecasting1.pngLifecasting by Nokia

Letting people share their lives as they happen with friends, acquaintances or strangers

Delivering constant connection to narrow and broad social networks; sharing content and messaging more effectively


New publishing approaches


Digital trends in marketing and publishing

RNLI%20Shout1.pngRNLI: Branded channels on YouTube

Using video from the lifeboat helmsman to tell the story, build brand, raise awareness, create discussion and drive funding

Taking control of the ‘message’, broadcasting without needing media, telling stories directly, harnessing team energy.

http://www.youtube.com/user/officialrnli#p/a/6/HJzfVRmEmZc


Obama%20YouTube1.jpg
Obama: Branded channel on YouTube

Using video to tell complex stories; using social media to engage

Taking control of the ‘message’, broadcasting without needing media, telling stories directly, harnessing team energy.

http://www.youtube.com/user/BarackObamadotcom


yasss.jpg
Yasssu: Podcasting meets broadcasting

Audio content streamed and downloaded: latest news to museum guides

New applications for audio content publishing; interactive telephone services pushing valuable content to niche groups

http://www.yasssu.com


Listening to these conversations


Digital trends in marketing and publishing

Meltwater1.pngMeltwater: Listening to the conversation

Tracking social media and interpreting results to let brands understand what’s being said; by who and why

Providing immediate clarify on market opinion; identifying key issues before they go mainstream; buying brands vital time.

http://meltwater.com


Book publishing: Amazon, Kindle and Google


Digital trends in marketing and publishing

Google%20editions%20NetImperative%20story1.png
Google Editions

Digitising books for access online and through e-readers

Removing barriers to the access of content within books, changing the nature of book publishing; making content easier to find.

http://www.netimperative.com/news/2009/october/google-takes-on-amazon-with-e-books-store/


Key Trends


Digital trends in marketing and publishing

  • Data > meta data
  • Raw data > social data
  • Web data > mobile data
  • Publisher data creators > consumers data creators
  • Barriers to information crumble
  • Product development must accelerate


Strategy roadmaps: Navigating the perfect storm


Navigating the perfect storm: Challenges, trends & solutions for web newspapers

The global recession accelerated structural change in the readership and advertising markets newspapers serve, creating a perfect storm that threatens the very survival of most newspapers – both on and offline. As the ad revenue shortfalls bite and online newspapers fail to get the same audience growth as internet pureplays, newspaper leadership teams are faced with tough choices. Many fail to monetize those audiences effectively, lacking the models and skills to raise advertising yields and additional revenue streams. It’s tempting to cut digital publishing rather than see it as core to future revenue platforms, however the decisions media firms take during the next 18 months will have disproportionate implications on the future of their brands. For some those futures will be painfully short: many newspapers will not survive the recession and its aftermath. After 15 years in the online publishing sector, Digital’s team share examples of their strategic insights and practical experience with publishing leadership teams. This Digital Insight Report accompanies in-company strategy programmes for media groups eager to navigate the storm and chart a safe course for blended on and offline publishing.

Download report: Navigating the perfect storm


Classroom discussion space for digital publishers


Here is the place you can discuss issues with your coach or tutor, and other Academy participants. If you have perspectives or research to share, or if there is something that was not clear during your Digital Training Academy then leave a comment. Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying some of the ideas covered in the Academy? Just remember to keep the posts on-topic, be courteous to your colleagues, and that these digital coaching classrooms are not intended to carry commercial promotions or "advertorials".

Enter the classroom...

<
>
Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy